“Personalization means nothing if your data isn’t correct and you don’t have 100% confidence in it. ‘Paul check out these amazing offers!’ when my name is Christopher, or even worse ‘[test] check out these amazing offers!’.”


Your goal should be to build a loyal, receptive, and authentic subscriber list without relying on trickery as a mean to an end. In this case, deceitful personalization in an email (adding a person’s first name through a program setting) erodes the relationship and trust between you and the reader.